Issue #43 - Old Spice on TikTok
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Welcome to Good TikTok Creative!
We are very excited about TikTok as a brand new platform for creativity and think this topic is severely under-explored.
Old Spice ads have always been iconic. The original surfer ad in the 70s with a Wagner like soundtrack (featured in a certain Fools and Horses scene - and Gillingham FC walk out to it) was famous. The brand was then rebooted in 2010 with The Man Your Man Could Smell Like Super Bowl ad, which went on to win 37 Cannes Lions. What was interesting was how the Your Man campaign shifted target audience - making the sell to the woman (or man) buying it for their man.
Now the brand is being revived. Does the choice of TikTok suggest another shift in targeting? But as a platform to exploit and build on the brand fame, TikTok is ideal.
And yes the original The Man Your Man ad made a lot out of transitions. So TikTok is ideal for that too.
The activity has kicked off with 3 UK influencers sharing their interpretation of the ad concept, majoring on the transitions. P&G worked with the TikTok creative team to develop the campaign and have bought In-Feed ads too. Because its UK focused the numbers aren’t crazy but we are starting to see real people make their version of the ad too. It feels like there are more influencers to join, so we will see the campaign build.
The pacing or cadence of brand campaigns on TikTok is interesting. Paid ads tend to have a limited flight - the budget only goes so far - but if you can incite organic activity the campaign can extend. So drip feeding brand content can be really effective. With fragrance sales peaking at Christmas is this a foundation for a longterm campaign?
P&G get the science of marketing, so it will be interesting to see how this activity is being measured. Brand metrics are key to understand campaigns seeking to reinvest or reposition an ad.
Another campaign to watch and another of the world’s top brands investing in TikTok.
As we all know, P&G is the world’s biggest advertiser. What they don’t always get enough credit for is their willingness to experiment with new media platforms. They are usually one of the first advertisers to try something new, even if it’s just with a small test budget. And they have hundreds of brands and billions of dollars to keep their overall ad spend diversified and hedge against anything that could go wrong from an unproven platform.
We don’t know the exact budget P&G has put behind this new Old Spice campaign on TikTok, but it’s a direct reference to one of their most famous ad campaigns ever. The original Old Spice ad for “The Man Your Man Could Smell Like” was created by Wieden+Kennedy and won several Cannes Awards in 2010. Instead of picking a smaller P&G brand, we can see the company has picked one of their marquee brands (Old Spice) and one of their most iconic campaigns to run ads on TikTok. This demonstrates confidence in TikTok’s ability to deliver results for the brand.
The original 2010 ad was a classic Super Bowl ad with huge portions of budgets allocated towards TV. It’s funny to think that in 2010, Facebook, YouTube, Instagram, Snap or TikTok either weren’t major marketing channels or didn’t even exist. In 2021, P&G has specifically chosen to work with TikTok.
Reflecting on what else has changed between 2010 and 2021, the role of influencers and modern culture is also worth examining. The character in the 2010 ad, played by Isaiah Mustafa, was a stereotypical ‘manly man’ that should appeal to female audiences. Today, the influencers in these TikTok ads aren’t male supermodels. They’re down-to-earth, funny, relatable creators who won’t necessarily fit the stereotype of a perfect physical specimen.
In the world of 2021 marketing, this more authentic, relatable messaging might be what people actually want. And if that’s the case, there’s no better platform than TikTok to deliver that raw, unpolished message for brands.
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